Follow the presentation live on our twitter feed… @ LeedsMet_CR All of our research links are available on our twitter page. You can also find a video of our presentation on news feed.
Social media has become an extremely important online communications tool.
It is no longer a ‘buzz word’ but now classed as a highly respected strategic communication device
Facebook, Twitter, Blogs Twitter- 175 Million twitter accounts have been opened since 2006 (not all are active) Facebook- 600 Million visit Facebook each month. Half of that amount visit daily Blogs- Estimates around 450 Million (hard to know as there are so many blog sites)
‘ The use of communication technology has made the PR’s job easier by expediting the circulation of information to reach broader audiences. Social media not only allows public relations practitioners to reach out to and engage their publics in conversation, but also provides an avenue to strengthen media relations.’ (N. Eyrich et al. 2008)
Co – creation theory
Vargo and Lusch’s (2007) theory of co-creation of value, that emphasises the mutual value between the consumer and the business.
Paine (2011) suggests that co-creation value is increased when the consumer is able to personalise their experience
Proactive and Reactive approach Is your social media programme about asking, or answering?
So why wouldn’t you use it?
Allows companies and brands to learn more about target audiences more easily and affordably
Levels the playing field for brands of every size and industry
Provides cost effective communication in comparison to traditional channels
Emphasises great content, empowering companies to leverage helpful assets to attract fans, followers and friends
Harnesses the importance and relevancy of ‘now’ - Real time, immediate communications
Delivers a greater reach, with a multiplicative effect of pass along, as compared to other marketing communication channels
You will need to commit resources to managing your social media presence, eg: responding to feedback and producing new content
It can be difficult to quantify the return on investment and the value of one channel over another
Ineffective use- for example, using the network to push sales without engaging with customers, or failing to respond to negative feedback (this will damage your reputation)
SWOT continued …
Building brand awareness
Making customer service personal with social media
Adding events to social media programmes
Adding social media to product introductions
Embracing social media to build your sales pipeline
Activate your community
Your company can become a spammer, or be spammed
Confidential and proprietary information: IF boundaries aren’t set there is a risk of employees disclosing confidential company information
Competitor and customer information: Employees need to know the companies stance on sharing information about customers, clients, and competitor’s otherwise private information may go public
Valuable time can be lost with employees spending work hours on social media sites
More and more people and companies accounts are getting hacked
The wrong online brand strategy could put you at a viral social disadvantage and may even damage your reputation
Using social media for marketing and advertising could be more time consuming than companies expect
@LeedsMet_CR Don’t forget to Tweet us your questions !
Personal Privacy One study acknowledged that young individuals are willing to take risks with their profiles People are proven to be more likely to disclose personal information online than face-to-face.
76.3% made their profiles visible only to friends
100% of participants had their birth dates visible
64.1% displayed their email address
54.2% revealed their hometown
Taraszow et al’s (2010) study into the relationship between privacy concerns and information disclosure on both Facebook and MySpace “ Majority of Facebook users report having an understanding of privacy settings and make use of their privacy settings, it is apparent, however, that they may have a skewed sense of what that exactly entails.” (Debatin et al 2009)
Corporate Social Media The way the public demand communication is changing ; instant, responsive and direct conversation is how social media has become the optimal tool Trust is becoming less reliant on personal encounters but through ‘Facework Commitments’ it’s becoming an objective character and systemic trust (Giddens 1999)
Corporate Social Media Security 80% of UK companies believe the use of social media delivers significant business returns which outweigh the risks of use, such as data manipulation and loss. “ People are already talking about you…” 20% of Twitter updates are either requests for product info, or responses to brand messages
Honesty and authenticity are critical
to be successful in this space!
Recent Issues http://www.youtube.com/watch?feature=player_embedded&v=KGghlPmebCY March 1, 2012
No opting out option
Freedom to present separate personal and professional personas
Modified search engine results
Allowing a machine to second-guess humans based upon past behavior's
can only be the start on a lack of choice and public censorship.
Censorship In China
Copycat social media sites
Why CEOs should use social media?
PR Benefits of Social Media for a CEO
· Social media allows companies to engage more interactively with their publics
Social media is good for familiarising publics with a brand in a more informal and friendly tone, giving the company a brand presence
Social media generates an opportunity to respond and provide instant feedback, allowing the company to change negative perceptions of the brand or to reinforce positive views
It’s cost effective if used regularly and appropriately
New Media Vs Old Media Newspaper Circulation The Sun 2,751,219 (January 2012) Daily Mail 2,050,132 The Guardian 226,473 The Daily Telegraph 634,113 The Times 405,113 National daily newspaper circulation January 2012". The Guardian (UK). 10 February 2012. Retrieved 13 February 2012. Social Networking Site Members Facebook 845 million Twitter Over 400 million (predicted to reach 500 by last Wednesday) LinkedIn 150 million Four Square 15 million
Tips to stay on top
Join The Rabbit Agencies mailing list, they were awarded the best social media campaign last year by CIPR and send weekly updates on social media tips – links are on the hand outs
Start networking now, all brands and all industries embrace social media so we would recommend making Twitter lists of brands/people/networks that you want to work for. Follow them and talk to them now its the best and only way to get a job in this industry
Twitter list example: https://twitter.com/#!/brideyrae/social-news
Social media is now an extremely important online marketing and communications tool
Businesses need to be proactive NOT reactive
Be careful what private information you put online, you may not fully understand privacy settings on certain sites
Censorship is a developing problem, it may effect how some of our favourite social networking sites work (Twitter)
PRs need to influence CEO's to get social
New media has taken over BUT old media still holds value
Social Media Quiz
2. What free discount site is now trying out a VIP membership charging £30 a month?
3. Which new social networking site has recently over taken LinkedIn?
4. What is the average number of Facebook friends?
5. What was set up first Facebook or LinkedIn?
Twitter Feeds to follow…. @TwitterForNews @LinkedIn @TNWsocialmedia @PRNews @GoodandBadPR @PRexamples @prweekuknews All our recommended feeds are followed by @LeedsMet_CR